Media Training & Travel Panel:

ATIA Convention

October 10, 2013

•Why do media relations?

•Getting ready for the pitch

•Key messages and support

•Interview Do’s & Don’ts

•Other ways media find stories

•Social media

•Crisis communications 101

•Questions & Answers

Today’s Talk

About Me

Accredited

Firm Owner-13 years-KD/PR Virtual

PRConsultants Group

Tourism experience

•Free

•More believable than an ad

•Many others don’t do it

•Shows credibility and professionalism

•Has long-term impact

Why Do Media Relations?

• Media outlets have fewer resources

• Citizen journalism and content management rule

• No guarantees

• Takes work to build relationships, trust

• Should be just one of your tools in the toolbox, not THE tool

Media Relations: Not the only answer

How Do I Find the Right Media

Media directories – Alaska Media Directory

Wire services

Cision, Vocus or other paid services

Muck Rack

Travelwriters.com

SATW or NATJA

Getting Ready for the Pitch

•Media advisory

•News release

• Fact sheets

•Direct pitch

• Bloggers

Developing Key Messages

• Know what you want to accomplish

•Develop key talking points

• Think about who else they can talk to

• Provide background info, photos, links, other important information

• Consider who else they’ll talk to, and what will they say

Being Proactive vs Reactive

• Allows you to tell the story you want to tell

•Gives you time to prepare

• Lends professionalism to your company

Interview Do’s & Don’ts

• Just follow them!

• If you’re not sure – ask

• Be personable, likeable, tell real stories and everything will be fine

• Practice. Know that it gets easier the more you do it

Other Ways Media Find Stories

• Websites, surfing the Web

• Your blog, newsletter

• Client or employee referral

• Social media

• ATIA and CVB’s

Social Media

• Protect your online reputation

•Have a business presence, build relationships with media, as well as with former and potential customers

• Follow media, interact with them, be helpful, even when it doesn’t benefit you

• Remember, the media may be following you

Crisis Communications

All that you have built can be ruined with one crisis handled poorly

Have a plan

Train your spokesperson and practice your crisis skills

Keep media lists, other contact lists current (employees, investors, former clients, policymakers, etc.)

Crisis Communications (con’t)

Need to respond immediately, be truthful and sincere

By the end of the crisis, make sure you have apologized, shared what was learned and what you’re going to do to make sure it doesn’t happen again

Evaluate your crisis response and improve your plan for next time

• PitchEngine

• Storify

• Muck Rack

• CustomScoop

• HARO

Media Relations Tools You Can Use

PitchEnginePitchengine.com

Storify

CustomScoop

Questions?

Contact Information:

www.KDPRVirtual.comkathy@kdprvirtual.com

(907) 868-4884Kathyvirtual on Facebook, Twitter

and Instagram